125 – Industry and Previously Owned by a Gay Man

Phyllis on Branding and Michele Hofherr on Previously Owned by a Gay Man

On this episode of The Chaise Lounge, Nick chats with industry partner Phyllis Harbinger about branding and email messaging and Michele Hofherr about her business around curating unique items and the story behind the name: Previously Owned by a Gay Man.

Checking in with Phyllis on Branding

Phyllis recommends consistent messaging across all platforms, even down to your email signature. An email signature is the block at the bottom of your emails that often includes contact information, social icon links, and your company logo. Phyllis also mentioned that including your photo can help people feel like they already know you.

Phyllis also cited that 72% of consumers want to hear from you via email rather than any other method of communication. So, how much is too much in your signature? If you are telling an entire story, including product information, or have irrelevant quotes, you may want to consider simplifying the content.

Beyond your email signature, there are other branding components to consider, like your actual email address and logo design. As far as the email address goes, using “@gmail.com,” “@yahoo.com,” etc is a mistake, rather, use your company name. This not only supports your brand but makes you look more professional. A well-designed logo can make all of the difference as well. Phyllis and Nick recommend services like Hatchwise and 99Designs.

These are both cost effective ways to have a third party skilled designer create a logo for you.

Phyllis recommends finding creative and useful ways to use your logo too. She added her logo to a tote bag to give clients to keep their samples in. The pair also discusses handmade and personalized gifts for clients, and always keeping colors, logos, and fonts consistent. In closing, take a look at the brands you know, love, and trust. What can you learn from them?

Getting to know Michele Hofherr and Previously Owned by a Gay Man

Michele Hofherr is a straight woman married to a straight man. She loves black handbags, Montecito, CA, and red wine. She isn’t a private person, so nothing is off limits; she even admits to loving guilty pleasure, binge-worthy TV.

What’s with the name?

Previously Owned by a Gay Man is a peer to peer marketplace that curates furniture through individuals. Michele and her team curate unique items and individually list them on their website. These items don’t have to be owned by a gay man. It’s about the essence of a gay man, not the literal interpretation.

The name came from the true origin of the idea as it articulates what inspired them. Michele’s gay friends would move constantly and would always have extra items. These items were given away for free far too often to people who didn’t fully appreciate them. While Ebay and Craigslist fill a niche, those avenues can be overwhelming.

What the business looks like today

The business has been up and running for three years. Michele runs the front end. She’s the creative idea person. Her business partner, Lindsay runs the back end, with a focus on technology. Lindsay has never been into design personally.

There are now at least 1000 items listed on the site. The goal is to remain very curated and not too large. Michele wants to prevent the overwhelming feeling that other marketplace sites possess. She wants to have a revolving door of great stuff.

As mentioned prior, Previously Owned by a Gay Man is a peer to peer marketplace. Individuals list their own items and warehouse them, while Previously Owned by a Gay Man facilitates shipping, which is paid for by the buyer. Geoffrey De Sousa, Chief Curator, is a design aficionado with an objective point of view. Everything submitted goes through him.

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Wrap Up

If you would like to hear more episodes, please visit us on iTunes or on our website at TheChaiseLoungePodcast.com. Lastly, find The Chaise Lounge on Instagram, Facebook and Twitter or post a review on iTunes, you may even hear your review read live on our next podcast. With that said keep dreaming big, and keep designing a great design business. See ya!

About the Author

Here in The Lounge, Becca is in charge of 'all things podcast' from management, marketing, branding, graphic design, social media, event planning all the way to managing our interns. Her background is in art and design but that didn't stop her from diving headfirst into the unfamiliar worlds of business, marketing, interiors, and podcasting. Growing up in a small, coastal, New England town, Becca has now been in Denver for five years and doesn't plan to leave the mountains and sunshine anytime soon! On the weekends you can catch Becca hiking, skiing, dreaming about the beach or enjoying the local food, art, and shopping. If you have any questions about the show, Becca is your girl.